Yesterday IDC reported that Apple's tablets remain the worldwide leader and the iPad Pro has helped Apple's strengthening position. With that news, Apple launched a new ad campaign to capitalize on the detachable's growing popularity that's well ahead of Microsoft's Surface tablets which didn't even make the top 5 worldwide vendors list this year.
In Apple's new iPad Pro advertisement, they simply ask "'What's a Computer?" The ad is taking a far more subtle approach to the subject that's close to Apple's heart.
In 2015 Apple's CEO told the Telegraph: "I think if you're looking at a PC, why would you buy a PC anymore? No really, why would you buy one?" Cook added, "Yes, the iPad Pro is a replacement for a notebook or a desktop for many, many people. They will start using it and conclude they no longer need to use anything else, other than their phones."
Days later in a follow-up report we noted that Phil Schiller's friend John Gruber weighed in the matter as well by stating that "the iPad Pro is a better computer than a MacBook or MacBook Air, and a worthy rival to the far more expensive MacBook Pros. The entire x86 computer architecture is living on borrowed time. It's a dead platform walking. The future belongs to ARM, and Apple's A-series SoC's are leading the way."
Steve Jobs stated during an interview with Walt Mossberg in 2010 that "PC's are going to be like trucks. They're still going to be around. They're still going to have a lot of value," but that PC's, as clearly defined as desktops and notebooks, were going to be replaced by Post PC devices. Steve Jobs was talking up the Post PC era in that interview, a term which Jobs popularized back in 2007, according to Wikipedia.
Some will argue that Apple didn't say why do you need a Mac, but that's what it boils down to. Some will argue that it's an ad aimed at PC switchers, and yet Microsoft introduced the detachable first with their Surface line and Microsoft's Continuum is blurring the OS lines between devices better and faster than Apple. So this ad isn't going to appeal to potential PC switchers. So Apple is left preaching to their own choir.
Mac fans have bitterly complained over the years at how slow Apple has been to update the Mac line-up. The Wall Street Journal wrote a report in 2015 titled "Why Apple Should Kill Off the Mac," which was countered the following day by Macworld.
While the debate continues, Apple steadfastly advances Mac Hardware and software concepts through patents covering the Magic Trackpad, wireless charging systems, a laser projected keyboard for the iMac, Inertial sensors in the Magic Mouse, a 3D in-air gesturing system through to moveable illuminated MacBook Trackpads and more.
Apple is trying to blur the lines between macOS and iOS and the hardware could be blurred further where iOS is powering more Mac-like devices in the future. Steve Jobs appeared to be cautious approaching the topic of the Post-PC era knowing full well that die-hard Mac fans would not go into the sunset quietly, but believed in the end it was inevitable.
Apple's latest iPad Pro advertisment is their latest attempt to continue their push to move more Mac fans to accept the enevitable and make the switch to the iPad Pro.
Eventually the case may strenghten as more developers move enterprise and creative apps to iOS. Windows 10 is both a desktop and Mobile OS and it's seamless. Until Apple can make that happen, where plugging your iPhone into a display could act as your Mac, fans will continue to love their Macs right until the end of time.